How to use the consumers’ wrists to divulge the new Swatch Colorcode watches? Answer: by creating a new communication platform.

Swatch WristbandsFirst of all, simple party wristbands used to control guests in most parties throughout the world were transformed into wristbands shaped like the new Colorcode collection watches.

The idea was put into practice in the best parties and nightclubs.

Then the project reached one of the most famous events in the world: Rio de Janeiro’s Carnival.

Thousands of people and countless celebrities were impacted and, at the same time, became spokespeople for the brand.

In less than a month, the wristbands were on the wrists of thousands of opinion leaders and celebrities, blogs, Orkut, Facebook and specialised magazines.

During carnival in Rio de Janeiro, thousands of VIPs and countless Brazilian and international artists naturally became Swatch’s spokespeople.

An investment of US$4,000 generated over US$1.224.000 in spontaneous media in leading magazines, Internet portals and the country’s largest TV network.A few months after the campaign began, the new Swatch Colorcodes collection became the third most sought for item at Swatch shops in Brazil.

The Swatch Wristbands project is now Swatch’s new worldwide communication platform.